PRCA Technology PR Group survey finds digital bites into budgets

PRCA survey looks at the growing technology brand spend on digital media.

PRCA survey justifies good digital ops: Grant Currie
PRCA survey justifies good digital ops: Grant Currie

Nearly a quarter of the marketing budget at UK technology firms is now spent on digital, according to new research.

The survey, by the PRCA Technology PR Group, is the first from the organisation designed to provide information specifically about technology companies.

The PRCA surveyed tech companies and agencies with operations in the UK.

The research found that the digital budget in an average tech organisation represented 24 per cent of the overall marketing budget.

It also showed that the tech PR industry may have fared better than expected this year - with 57 per cent of budgets staying flat and 18 per cent increasing.

The survey compared spending on PR with that on advertising and marketing. PR was found to have held up quite well this year, with advertising budgets dropping for half of the respondents.

'It appears that PR budgets have been impacted less than marketing and advertising,' said Bite Communications global director Grant Currie, who chairs the PRCA Technology PR Group.

'It was also interesting to see how much of the marketing spend is now on digital and social media,' added Currie. 'You hear a lot of talk, but to actually get an idea that a quarter is going on this, provides a definite justification for making sure you've got good digital operations in your agency.'

Half of the respondents to the survey said they did not set aside a budget to measure the ROI of their PR. Of those that did, the average spend apportioned for measurement was four per cent of total PR spend.

The research also revealed that the PR budget in an average tech organisation represents 18 percent of the overall marketing budget.

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